social content for corporate communications
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JaimePham,ContentMarketingEvangelist
Changing How Companies Think About Social Content
@jaimelynn09
Contentmarketingisbuildingarelationshipwithaconstituencybyconsistently
deliveringhelpful,
inspirational,orentertaining
content
94%ofB2BMarketersUseContentMarketingasaTactic.Why?
BuildingABrandIntheWorldofSocialContent
WhichChannelHasBetterDistributionPotential?
WhichChannelHasABiggerImpact?
65Comments
310Comments
Brandsarenolongermerelypeddlingproducts;they’reproducing,unearthing,anddistributinginformation-AlexanderJutkowitz,GroupSJR
ChamberofCommerce
Employeesandalumniareproducing,unearthing,anddistributinginformation
Proactively
Reactively
Andsometimesunknowingly
Thenext5years
Organizationsredefine“control”
1.Educatingemployeesontheirprofessionalbrandsotheyare
empoweredtorepresentthemselves,andyour
organization,inatransformativeway
“Originally, we were focused on amplifying our brand messaging and giving employees something to share about our brand on social media.Now, we’ve taken a turn…we’ve transitioned from looking to drive one voice for our brand to giving a voice to every single member of our program. Every one of the few thousand people involved in our employee advocacy program should have their own personal voice and identity, without us trying to mold it into one overarching voice. This empowerment of our employees as individuals is what drives brand authenticity on social media.”
– Nolan Carleton, employee social advocacy at AT&T
2.Empoweringemployeeswithtoolstobetheirowncontent
creators
Meetthenewpressrelease
Anddistributingcontentthatemployeesactuallywanttoshare.
Why?
Youremployee’scombinedconnectionsonsocialnetworksare,onaverage,10xlargerthan
yourcompanyfollowers
Every six pieces of content an employee shares on LinkedIn influences six job views, three
Company Page views, one Company Page follower, six profile views, and two new connections
established
3.Finally,bybeingbraveandtransparent.Puttingahumanface
andnamebehindthebrand
ButWhyLinkedIn?TargetedAudiences
AtScale
ThinkTanks57,000activeUSmembers
CabinetMembersCongressionalStaff
OpinionLeadersinDCBeltway
WhoareOpinionLeadersonLinkedIn?
3.2M Opinion Leaders on
170K Opinion Leaders in the
DC Beltway on LinkedIn
WhoareOpinionLeadersonLinkedIn?
60%More Likely to Participate
in a Group
Top 10 Groups WASHINGTON DC CONNECTIONS
Social Media MarketingHarvard Business Review
Connect: Professional Women's Network, Powered by CitiExecutive Suite
U.S. Government Relations, Lobbying and Public Affairs (Lobbyist - Lobbyists)On Startups - The Community For
EntrepreneursMedia Professionals Worldwide
Federal Government Contractor Network (TFCN)
The Intelligence Community
BecomingatrustedadvisoronLinkedIn
UnderstandtheEcosystem
UsetheEcosystem
UsetheEcosystem
SelectingContent:UnderstandtheEnvironment
UnderstandtheEnvironment
BeHelpful
Helpingprofessionalsachievetheirgoalscreatesaffinity
BeHuman
AimtoInspire